Position your brand where buyers start: Why you shouldn't neglect TOFU

“We want more deals”. If that sounds familiar, you’re not alone. Many chemical suppliers build growth plans that focus heavily on middle and bottom-of-the-funnel activities, looking only at lead generation. But results often fall flat, especially when launching something new.

The problem? You’re starting too late. Technical buyers initiate their own research long before they’re ready to engage. If your brand isn’t visible at the start of their journey, you’re likely not in the game at all.

Buyer behavior has changed. Has your strategy?

Let’s look at the data* :

• 72% of engineers complete more than half of their buyer’s journey before talking to sales.
• 73% rely on vendor websites and online publications as their top research sources.
• 91% subscribe to at least one email newsletter, and most are open to receiving sponsored content.

These buyers are not waiting for a cold email. They’re already searching, reading, filtering, and shortlisting suppliers based on what they find before ever clicking "Contact us."

*Source : (TREW, State of Marketing to Engineers Research Report, 2025)

Why chemical suppliers often overlook TOFU

When we speak with marketing and commercial teams, we often hear:

“We don’t have time to focus on awareness—we need leads now.”

The pressure to deliver leads quickly is real. But the irony is, skipping TOFU (top-of-funnel) efforts often causes weak lead volume.

Here’s why:

• Without early-stage visibility, you're invisible when buyers are framing their needs.
• Without educational content, you’re not shaping their understanding of your solution space.
• Without trust-building touchpoints, you're just another vendor in a crowded inbox.

And if they don’t know you exist—or don’t remember your name—you won’t make their shortlist.

4 signs you’re missing top-of-funnel visibility

Here are common signs that indicate you may need to work on your TOFU plan:

These aren’t lead gen problems. These are visibility problems.

What “owning the top of the funnel” really looks like

Let’s demystify TOFU. It’s not vague brand awareness. It’s about creating helpful, discoverable content where your buyers start their journey. Here's how to do it:

1. Create early-stage content

Buyers aren’t always looking for a TDS right away. They’re asking questions:

• “What’s the best elastomer for high-temperature seals?”
• “Which coatings are compliant with EU regulations?”
• “What’s the difference between PLA and PBS for packaging?”

Give them application guides, comparison content, and real-world use cases. This builds credibility and moves them closer to specs.

2. Be discoverable in the channels that matter

Most buyers use search engines and trusted platforms to find answers, not just your homepage.

That means you need:

• SEO-optimized titles and pages
• Structured product information across third-party platforms
• Syndicated technical content

Being present where buyers already search makes it easier to draw them in later

3. Avoid the “sales trap” too early

Don’t ask for too much too soon. Instead of gated white papers or "contact sales" CTAs provide ungated value first.

Examples:

• "Watch a 10-minute expert talk on polymer trends"
• "See how this grade improves barrier performance"
• "Download a free guide to PFAS alternatives"

When buyers are ready to talk,  they’ll come prepared.

What it looks like when you get this right

A leading plastics supplier needed to quickly fill their sales pipeline. In addition to relying on cold outreach, they built a digital-first demand creation strategy with SpecialChem by focusing on how technical buyers actually research and evaluate materials.

Their Approach: 

• Targeted content creation: Developed case studies tailored to specific applications, answering the exact questions buyers had.
• Strategic placement: Published and promoted this content where technical professionals were already searching.
• Demand capture of "ready-to-buy" customers: With the support of SpecialChem’s Project Identification methodologies, the supplier prioritized and engaged the most sales-ready prospects, adapting its approach to the lead's “readiness”.

This buyer-centric, content-led approach turned early engagement into real opportunities, fast. In 12 months, they identified 607 qualified leads with 44 business opportunities. Demand Creation strategy didn’t just generate visibility—it created relevance.

Technical buyers don’t make decisions overnight. But they do start somewhere. And if you’re not visible when they do, someone else is shaping their thinking. Top-of-funnel isn’t just “brand marketing.” It’s the foundation of your growth engine. The brands that win in digital aren’t louder. They’re earlier. And more helpful.